Continuing down our journalistic path, we come to "Who".
Not just Who as in "Who is this website about?"
No, I think the more important focus is "Who is this website for?"
And you know the answer already - it's for clients and potential clients. So this helps us frame the conversation right away.
The first generation of my website (and many others I've run across over the years) was, to be clinical, ego-centric. The pages? "Who I Am" - "What I Do" - "What I Think".
Guess what? This site did not generate a lot of calls.
I learned, the hard way (which seems to be how I learn, and why I now teach and consult) to focus on the potential clients as the main "Who" of the website. I learned to focus on their problems, their lives, their issues, their pain, and what I would do for them. This made all the difference in the world.
I put myself in their shoes, and wondered what I would want to know before I'd feel good about making a call.
Now don't get dogmatic here, and think that who I am, the therapist, doesn't matter at all. I still let people know who I am. And they do want to know this. They want to know I am qualified, that I have some experience and some confidence in what I do. Many like to know a little about me, too (I coined the term "Resonance Niche" to acknowledge my belief that potential clients will often be drawn to a similarity in your life - such as a high-tech background, motherhood, being from a different part of the country, etc).
So, I've got to run to see my own clients, so thus endeth the lesson for today.
Just remember the Who is them, not you :-)
Get Clicks, Get Clients - Your Google Guy